4 min read

How to build a chatbots development team

Have you ever talked to a bot that seemed like a real worker? Note that, just as in the creature creator allegory, conversational robots also bear great resemblance to their “parents.”

We are talking about a whole team that thinks fondly about how chatbots will perform and interact with the public.

Avatar, language, intelligence. There are many elements that are worked by the team, aiming to, not only meet the demands of the company and customers, but also, to convey the values and identity of the organization to the public. It’s meticulous work, almost like raising and educating a child.

To close our chatbots series, let’s talk a little about the professionals who help bring these “creatures” to life. Here we go:

UX Designers

In the end, how will customers “navigate” the bot? Will they use buttons? Will they fill out forms? How will the dialogue take place? Those with the answers to all these questions are the UX Designers. Let’s understand a bit more about the routine of these professionals?

What do they do?

One of the main functions of UX designers is the development of the conversational flow. If we compare chatbots with applications, we can say that this flow corresponds to the interface of the app, its navigability, for example. The UX designer’s eye for detail in regard to user experience, makes all the difference in this process.

It is very important to direct this conversation so that it takes place in the most client, practical way. Making the connection between problem and solution more efficient, is one of the main advantages of having chatbots. This is precisely why we need skilled professionals who are focused on user satisfaction and experience.

UX Writer

In order for the bot to relate to the client, solve problems as clearly as possible and convey the values and identity of the company, it is crucial to work on its language, the way it will talk. The bot trainers in this specific area are UX Writers.

What do they do?

With the assembled conversational flow, UX Writers will write all bot/client interactions. They will think of ways for the messages to be straightforward and clear, developing a more natural conversation. In other words, they will try to humanize the machine.

Among other things, these professionals will translate complicated terms to make them more accessible – complex topics such as law and insurance, for example.

UX Writers feed chatbots the knowledge base and design its conversation manuals ensuring the robot always maintains its identity. They are also responsible for building the bot persona using storytelling techniques.

Together with UX Designers, these professionals develop what we call Conversational Design. We have already written a post about this in our series, it is worth checking out. 

Illustrators / Designers

Many ignore this fact, but the chatbot need to have a “face”. This way, the robot becomes more friendly and receptive. This is an excellent strategy to increase the tool adherence.

We have many examples of such bots on the market: Magazine from Magazine Luiza; Gal from Gol;  Kora, from Coca-Cola. This is precisely why we need designers and illustrators.

What do they do?

These professionals need to deeply understand the identity and culture of the company to develop an avatar or mascot, if you prefer that represents the organization as a whole. In this sense, it is as if they are creating a “living logo”.

Is the avatar going to be a person? Who knows maybe an animal or a robot? All of this should be clearly defined whilst taking into consideration the values and the user experience of the company into consideration.


Many use no code or low code platforms for chatbots development, but if we are to create a smarter and more integrated bot which uses artificial intelligence (AI), we will need the support of developers who have expertise in tools like Dialog Flow, Prodigy, Watson, among others.

What do they do?

Firstly, the developers will work so that the AI and essentially the Chatbot is well looked after. Professionals assist UX Writers to mark intentions and entities, fueling bot intelligence. 

Other important functions of these professionals are the development of applications within the bot. The integrations with internal systems and even the choice of the most appropriate tools to complete the proposed goal in the design of this bot.

Developers should work in collaboration with UX writers and UX designers to get the work done in the best way possible.


Finally, who will take care of this bot? Ensure that it is constantly updated to meet customer needs? See if the robot is in tune with the values of the company and its own personality? The curatorship of the chat is who does all this.

What do they do?

The curators are the “nannies” of the chatbot. They need to monitor results and verify that the content conforms to the established language and company values. In addition, they verify the veracity of everything that was produced by the team of UX writers an insurer, 

for example, should check if all the information offered by the bot is indeed true.

They are indispensable to the success of the strategy, especially when we consider that chatbots are tools that need processes focused on continuous improvement, bringing more and more results to the business.

Teamwork: the key to success

It is very important not to segregate these professionals during the process of developing your chatbot. Bringing them closer together and stimulating communication is critical to the success of your strategy.

UX writers and UX designers, for example, need constant contact with developers to understand the limitations of the tool used. On the other hand, the curatorship should always guide the professionals so that everything goes according to the plan of the organization. 

This is the last post in our chatbots series. MJV has extensive experience in this area   we have already made chatbots for large companies with excellent results. Do you think your company could benefit from our expertise? If so get in touch with us and find out how we can help you!